Discovery Holiday Parks

Alpha State developed a new positioning line for Discovery Holiday Parks - a national caravan and camping organisation spanning 35 parks right across all Australian states. "Discover Australia All Over Again" connects the organisation with travellers… old and new… young and old… offering a personal, positive and compelling welcome to the audience. It positions the organisation to ‘own’ the romance and nostalgia of travelling/camping, emphasising a love for Australia and the experiences it offers. The essence of ‘…a wide brown land…’ that this line encompasses broadens their appeal beyond mere park facilities and services... to holiday experience and memories, giving an emotional reason to consider a 'Discovery' holiday.